http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
제품 디자인의 미니멀리즘 표현 수준이 해석수준 및 조절초점에 따라 제품 태도에 미치는 영향: 중국 산동성(山東省) 소비자를 중심으로
조군위,박현정 한국무역연구원 2020 무역연구 Vol.16 No.4
Purpose This study examined the impact of design minimalist level expression on the Chinese consumers’ product attitudes according to construal level and regulatory focus. Design/Methodology/Approach Experiment 1 used 2(minimalist level expression of product design: minimalism/non-minimalism) ☓ 2(construal level: abstract level/concrete level) groups design. Experiment 2 used 2(minimalist level expression of product design: minimalism/non-minimalism) ☓ 2(regulatory focus: promotion focus/prevention focus) groups design. In experiment 3, 2(design minimalist level expression: minimalism/non-minimalism) ☓ 2(construal level: abstract level/concrete level) ☓ 2(regulatory focus: promotion focus/prevention focus) groups design was utilized. Findings The results are summarized as follows: First, minimalist design had positive effects on the product attitudes especially for those with abstract construal level. Second, minimalist design enhanced product attitude especially for those with promotion focus. Third, the levels of construal levels and regulatory focus had interaction effects on the product attitude. Research Implications The fit between construal level and regulatory focus positively influenced the consumer attitude toward the product with minimalism design. The results confirmed that minimalism can be used as a marketing tool for product design and communication strategies.
온라인 반품 행동요인에 대한 소비자 귀인 및 인지부조화의 영향 : 중국 산동성(山東省) 소비자를 중심으로
조군위(Junwei Zhao),단몽가(Mengge Duan),박현정(Hyun-Jung Park) 한국무역연구원 2021 무역연구 Vol.17 No.1
in the online market where the scale of shopping and returns is expanding rapidly. Based on the research on attribution theory;cognitive dissonance and product return behaviors;this thesis aims to help enterprises grasp consumers’ psychology and understand the causes of product return behavior. Design/Methodology/Approach Internal attribution and external attribution of dissatisfaction of purchase may lead to cognitive dissonance in the product or purchase behavior itself as well as emotional dissonance including regret;anxiety and many other psychological factors affecting product return behaviors. This paper conducted a questionnaire survey on 338 consumers who have actual return experience in Shandong Province of China. The data collected were analyzed with SPSS 26.0 and AMOS 24.0 to verify the impact of attribution and cognitive dissonance on the return reasons. Findings External attribution was more likely to cause product and emotional dissonance. Product dissonance increased emotional dissonance and the both types of cognitive dissonance had positive impacts on the reasons for product returns of “expectation not met” and “finding better”. Research Implications Results indicate that managers of online shopping sites need to find various ways to reduce internal attribution and product dissonance to minimize emotional dissonance associated to product returns.
COVID-19 불안감이 드론 음식배달 서비스 관련 소비자 양가성에 미치는 영향
조군위(Junwei Zhao),박현정(Hyun-Jung Park) 한국무역연구원 2021 무역연구 Vol.17 No.4
Purpose - This study aims to understand the impact of COVID-19 anxiety on the perceived attributes of drone food delivery service, the influence of various characteristics on consumer ambivalence toward service, and the effect of this ambivalence on adoption intention. Design/Methodology/Approach - This study observed the effects of COVID-19 anxiety on the attributes of drone food delivery services, including rapidity cognition, compatibility awareness, safety concerns, psychological risk, and performance risk, which affected ambivalence, and consequently, use intention. A questionnaire survey was conducted among 376 Chinese consumers are aware of drone food delivery service. Data collected were analyzed with SPSS 26.0 and AMOS 24.0 to verify the impact of the ambivalence on use intention. Findings - COVID-19 anxiety increased perceived benefits and risks associated with the technical delivery service leading to ambivalence. The cognition of rapidity and compatibility of drone food delivery services had negative impacts on ambivalence. On the contrary, safety concerns, psychological risk, and performance risk positively affected ambivalence. The ambivalence decreased usage intention. Research Implications - Results indicate that COVID-19 anxiety influenced consumer perceptions of innovative service attributes and ambivalence both directly and indirectly.